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Some characteristics of adopters of a major innovation in the computer field and its potential use in marketing

Article Abstract:

The computer industry is changing dramatically thanks to new technologies that facilitate departure from the lock-in strategies pursued by the long-term industry leaders. New, highly competent competitors have entered the market with the resulting lower profit margins. Innovations in hardware and software are continuously introduced, and a rapid, successful introduction in the market is essential to gain a foothold before new contenders erode the opportunity. The selection of the most likely buyers is therefore important to direct the marketing efforts optimally. An international and a regional field study were carried out to identify the profile of organizations and individuals most likely to adopt an innovation in the computer field. These findings coupled with data base marketing techniques seem promising for a higher success rate in reaching the early adopters (lead users), making it possible to establish a first-mover advantage. The suggested approach can be used in other industries in rapid change. (Reprinted by permission of the publisher.)

Electronic computers, Computers, Electronic Computer Manufacturing, Innovations, Computer industry

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Technology life cycles in industrial markets

Article Abstract:

While it is generally recognized that the marketing of high-technology products differs significantly from the marketing of "traditional" products, the concept that marketing must evolve as products evolve through a technological life cycle (TLC) has not been fully developed. Industrial sales go through life cycles, and the cycle that best correlates to these sales is the TLC. The TLC differs from the product life cycle in many critical areas. The concept of the TLC is developed here and explored for timing and market opportunities. (Reprinted by permission of the publisher.)

Manufacturing industries, not elsewhere classified, Product life cycle

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Ten risks in marketing high-technology products

Article Abstract:

Risk is one of the least understood issues in companies that supply technology-based products. This article reports the findings of an explanatory study of the potential risks facing marketing executives and identifies 10 key areas for consideration before any quantitative analysis is carried out. (Reprinted by permission of the publisher.)

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